Two New Ways to Use Card Mailers for Direct Mail Marketing
Many companies have seen success in the form of dramatically increased sales using plastic card mailers as gift card direct mail pieces for their customers. One business recently used this idea, but creatively added the element of surprise to their mailer. This restaurant created a “mystery card” with an encoded magnetic strip. Recipients present the detachable credit card-sized card at the restaurant location to receive between $5.00 and $500.00 for use at the restaurant.
There are a few elements of plastic card mailers that helped make this marketing campaign successful. First, the magnetic strip allows the client to load varying dollar amounts on the cards. The restaurant can then track the spending on their POS system, assuring the security of the piece. The high quality of the plastic card mailer allows the piece to stand out among other mail pieces. Recipients take notice of this mailer and because it is easy to remove the credit card sized card from the all-in-one mailer and carry it in their wallet, they remember to use this offer. In the approximate 5 weeks that these mailers have been in-home, 7.44% have been redeemed.
With the rising popularity of Twitter, one question for businesses is “how do I get my customers to follow me?” One solution is to reach them through direct mail. Businesses can use a plastic card mailer to offer their customer’s an incentive for now; say a discount to their restaurant. Then, the business can invite their customers to follow the business on Twitter to receive additional discounts.
Both of these new uses of card mailers display the importance of having a varied marketing campaign. In the first example, the restaurant is combining direct mail and online marketing since they also invite their customer to visit their website on their card mailers. In the second example, we can see how direct mail and the use of Twitter can be combined for an effective marketing campaign.
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